Billboard ad spending fell 4.4 percent in 2012 but maintained second place in the market in spite of the slump.

In terms of market share, television advertisement accounted for 39 percent of expenditures at $71 million, followed by outdoor billboards with 23.6 percent at $43 million, and newspapers with an 18 percent share at $33 million.

MTV was the most popular channel for television ads while An-Nahar led the newspaper category. Radio Liban Libre was the most sought-after the news radio station and Sawt al-Ghad came top out of musical radio stations.

This meant MTV replaced LBCI and Radio Liban Libre overtook Sawt al-Mada as the top recipients of ad spending in their respective formats.

Buzz led the group of most advertised brands, which also included BankMed, Zein Al Atat, XXL, Freez, Touch, BLOM, Alfa and Pampers.

According to the study, monitored advertising expenditures in Lebanon reached $1.24 billion in 2012, unchanged from 2011 and 2010. It said the discrepancy between monitored rates and actual figures persisted in the market, where monitored rates are up to 6.8 times greater than real ad spending.

The study attributed this trend to big client discounts, inflated rate cards, big barter deals, and a lack of transparency in the industry in terms of reporting earnings.

Monitored TV ad spending was estimated to be 13.2 times greater than actual spending, followed by radio with a 3.9 ratio, magazines with a 3.2 ratio, outdoor billboards with a 3.1 ratio, cinema with a ratio of 1.9, and newspapers at 1.8. t.

Billboard ad spending fell 4.4 percent in 2012 but maintained second place in the market in spite of the slump.

In terms of market share, television advertisement accounted for 39 percent of expenditures at $71 million, followed by outdoor billboards with 23.6 percent at $43 million, and newspapers with an 18 percent share at $33 million.

MTV was the most popular channel for television ads while An-Nahar led the newspaper category. Radio Liban Libre was the most sought-after the news radio station and Sawt al-Ghad came top out of musical radio stations.

This meant MTV replaced LBCI and Radio Liban Libre overtook Sawt al-Mada as the top recipients of ad spending in their respective formats.

Buzz led the group of most advertised brands, which also included BankMed, Zein Al Atat, XXL, Freez, Touch, BLOM, Alfa and Pampers.

According to the study, monitored advertising expenditures in Lebanon reached $1.24 billion in 2012, unchanged from 2011 and 2010. It said the discrepancy between monitored rates and actual figures persisted in the market, where monitored rates are up to 6.8 times greater than real ad spending.

The study attributed this trend to big client discounts, inflated rate cards, big barter deals, and a lack of transparency in the industry in terms of reporting earnings.